The goat is shown in a lineup with five black men and viewers
can hear Tyler's voice intimidating the injured, terrified
waitress, "Snitches get stitches, foo,"
and "Keep ya mouth shut, I'm going to get out of here and
Dew you up!" She runs out, near tears. (You can watch all the ads
below.)

Things looked all right for Mountain Dew for a couple days. Sure,
Tyler angrily responded to some confusion as to who the woman in
the last ad was, but the press was neutral.

"Of course, in the world of Mountain Dew, every single
suspect is black. Not just regular black people, but the kinds of
ratchety negroes you might find in the middle of any hip-hop
minstrel show. Mountain Dew has set a new low for corporate
racism. Their decision to lean on well-known racial stereotypes
is beyond disgusting. This doesn't even include the fact that the
company has put black men on par with animals."

Watkins fears, "Even worse is that Mountain Dew probably thinks
this ad is acceptable because they got the OK from a black man."

In crisis mode, Mountain Dew quickly issued the
statement: "We apologize for this video
and take full responsibility. We have removed it from all
Mountain Dew channels and Tyler is removing it from his channels
as well."

But when Business Insider asked if they planned on
having Tyler, The Creator apologize, a rep declined to comment.

The real
question everyone is asking is how on earth this ad got approved
in the first place.

PepsiCo spokesperson Jen Ryan saidthat Tyler had
"final approval" over the ad but did not know the details of
PepsiCo's involvement. The ad was never intended to run on TV.
(The first commercial did air on television.)

But even if Mountain Dew did give Tyler free reign, it definitely
knew what to expect.

Rap
Radar posted a video on April 29, after the last ad was
released but before the controversy spread, in which Tyler
explained to a crowded audience (including Mountain Dew reps) how
the soda company approached him to tap into his creative talent
and loved his concept.

He excitedly recalled the pitch: "Alright, it's a f***ing
goat, right? It's a goat and he's going to drink the f***ing
Mountain Dew, and he's gonna yell at the lady, and the cops are
going to pull him over, and then he's going to be in jail and
then he gonna do PCP."

Tyler admitted that he didn't think that Mountain Dew would love
"some stupid idea I come up with five minutes before the
meeting ... I'm so used to people saying, 'That's
f***ing retarded, and I'm looking at Clancy like, 'Yo are they
serious' and they
actually liked it."

Mountain Dew was with him when he went to the Valley in LA
to look at goats.

Another shot from the pulled
commercial.Mountain Dew Commercial,
Screengrab

A Bloomberg article from April 2012 noted
PepsiCo's explicit attempts to
"bring urban cool to [the] Mountain Dew image." While it
had a handle on states like Nebraska and Kentucky, Mountain Dew
was aiming to target younger and more diverse audiences in New
York, LA, Miami, and New Orleans.

“It’s been a matter of messaging,” VP of marketing Brett O’Brien
told Bloomberg. “We haven’t really talked to this differentiated,
emerging teen base as much as we have that heartland consumer.”

So Mountain Dew signed rapper Lil Wayne as a spokesperson to tap
into that market.

But Lil Wayne also caused problems for Mountain Dew this week
over lyrics in his song "Karate Chop," about how he wanted to
"beat the p***y up like Emmett Till." Till is a civil rights
figure who was beaten to death for allegedly whistling at a white
woman in 1955.

"Don't do the Dew. His biggest endorsement is through Pepsi's
Mountain Dew. Stop buying it, stop lining his pockets. People are
outraged because they feel that he should apologize to our
family," a Till representative said to camera."

One of the risks of signing with edgy artists with a young
following is that they received their edgy reputation by pushing
the limits and ignoring social norms.

Tyler told
Rap Radar he was gratified that Mountain Dew had put that
aside and was willing to give his new, adult self a shot:
"Finally
someone looked past the rape or the devil worshiping or the
immaturity which is evident in the ad, and they gave me a chance
and let me be f***ing seven years old with their product."